Sample
Business
Plan

AfriNET IT Solutions |Market Analysis

2.3
MARKET
OVERVIEW

2.3.1
MARKET
OVERVIEW
AND
SEGMENTATION

The market in terms of users of Information Technology
solutions is
diverse and ranges from schools, banks, hospitals,
Government
departments and municipalities, shopping malls,
individuals and many
more.

The identified key segments to be analysed prior to the
selection of an
attractive segment in terms of size, growth, growth
potential, risk
levels and competition include the following:

Home computer users

Small business users

Medium business users

Large business users

These are analysed below in terms of preferences and
needs:

Market
Segment

Needs
and
Preferences

Home
computer
users

This segment
is composed
of individuals with a personal computer at
home. In most cases, these
users have a desktop computer or laptop
connected to peripherals such
as a domestic scanner, printer, modem or fax
machine. Home computer
users utilize computer resources for general
computing tasks,
entertainment, research, social networking,
online shopping via
e-commerce, professional work, gaming and much
more. The needs and
preferences of this segment centre around the
following:

Most home users have problems with
computer virus
attacks and therefore require entities
that can help them permanently
eliminate such attacks. They require anti
virus solutions, system
registry clean up solutions and computer
formatting and restoration
solutions in some instances.

Another need is the installation and
configuration of
peripherals such as printers, scanners,
external CD ROM devices and
other devices. Home users usually have a
challenge when it comes to
device controllers or what is commonly
referred to as drivers.

Some homes are equipped with more than
one laptop or
computer and linking or networking is
important in order to share
resources such as internet facilities,
printers, scanners and much
more. Home users, in this instance,
require the services of Information
Technology solution providers to assist
them with their needs in this
regard.

Small
business
IT
users

The
needs
and
preferences
of
small
business
IT
users
are
as
discussed
below:

Small business users seek reliable,
efficient and
affordable website development solutions.
Most small businesses seek
website development services as they
understand that it forms part of a
key competitive strategy and creates an
online presence so as to
attract customers over a wide geographic
area.

Their needs also encompass affordable
and effective
marketing/ promotional materials

They also seek assistance with the
installation of
software products ranging from operating
systems, office packages,
accounting system software, inventory
management software, front and
back office software, performance
management software and many more.

Computer networking is another important
need for
small businesses as they usually have more
than one computer and find
it important to share resources such as
printer and scanning systems.

Medium
business
IT
users

The
needs
and
preferences
of
medium
business
IT
users
are
similar
to
those
of
small
business
IT
users.

In terms of website development, a
number of medium
enterprises require static websites that
do not require very frequent
updating

They require professional designs in
terms of
branding material such as business cards,
logos and brochures

Medium business IT users in some cases
also require
outside IT trainers to assist with
developing staff and training

Large
business
IT
users

The
Information
Technology
needs
and
preferences
of
large
business
users
are
similar
to
those
of
medium
business
IT
users.
They
are however on a
large and advanced scale. A majority of large
business IT users
normally have in house IT specialists employed
on a permanent and full
time basis. They usually outsource complex and
mass IT solutions.

Their needs and preferences encompass the
following:

Advanced networking solutions: Large
businesses are
interested in advanced strategic computer
networks to facilitate
information sharing, resource sharing,
communication and much more.
These networks include: wide area
networks, local area networks, and
virtual private networks, regional and
global networks. There is also a
need for private and secure intranets.

24 hours on the clock IT related support

Professional and high tech brochure,
presentation and
other marketing material design